SPAC Premieres “The Building of a Season” Web Initiative

Innovative Strategy Uses Digital Channels to Announce 2012 Programming Each ThursdaySeries Kicks Off on Thurs, DEC 8 at spac.orgSaratoga Springs, N.Y. - Citing a desire to give the public a "peek behind the programming curtain," and get engaged in its 2012 season as early as possible, Saratoga Performing Arts Center (SPAC) today announced the launch of "The Building of a Season," an integrated digital initiative, featuring a weekly online announcement of artists or programs that will be part of the 2012 summer lineup. The weekly digital announcements will be made each Thursday on SPAC's website, spac.org with the first scheduled for Thursday, December 8. Announcements will span all SPAC programs including the Freihofer's Saratoga Jazz Festival, New York City Ballet, modern dance, chamber music, The Philadelphia Orchestra and cabaret series.
In announcing the new initiative at today's Board of Directors meeting, SPAC President Marcia J. White noted that the goal of the digital announcements is, "to get information to the public earlier and offer an ‘inside look' at the programming process which, for a multi-genre presenter like SPAC, can resemble a jigsaw puzzle in its complexity and interconnectedness." White also noted that the weekly announcements "will shine a spotlight on the exceptional breadth and depth of programming SPAC brings to the community; that is truly one of our greatest assets."
In addition to its website, SPAC will publicize the weekly announcements through various digital channels including Facebook, Twitter, email, and its digital sign on Route 50. White noted that announcing the programming online gives SPAC an opportunity to highlight each artist with streamed videos, YouTube interviews, photo galleries, media articles and reviews The arts center has built a strong online presence in recent years. In 2011, there were almost one million unique visitors to SPAC's website.
"Making the arts more accessible and interactive has been one of our most important goals in recent years. ‘Building a Season' takes us further in that direction by giving the public a ‘virtual' front row seat to our programming process and by offering several multi-media tools for learning more about our artists and programs," said White. "We are also excited about trying this fresh approach to the announcement process, which we believe is a ‘first' for an arts center."
In anticipation of the programming announcements, SPAC released the following dates for the 2012 season.

¨ Freihofer's Saratoga Jazz Festival: June 30 - July 1

¨ Modern Dance: June 7

¨ New York City Ballet: July 10 - 21

¨ Saratoga Chamber Music Festival: July 29 - Aug 14

¨ The Philadelphia Orchestra: Aug 1 - 18

¨ Live from the Algonquin at SPAC, cabaret series: Aug 19 - 28

At the meeting, the Board reviewed a proposed $8.3 million budget for 2012 and confirmed that SPAC will end 2011 by operationally breaking even.
"While we've managed to break even operationally this year, our programming partners are facing greater financial challenges which will likely impact SPAC and its overall costs," said White.
"Now, more than ever, we feel fortunate to have a community of supporters, including our members, donors, sponsors and audiences, who recognize SPAC's immense value as a world-class arts presenter, educator and powerful economic engine."
"In 2012, we'll continue on the path of innovation and excellence with a superstar lineup, creative programming and new Pre-Show features. We invite everyone to join us at spac.org each Thursday as we fit these programming pieces together to ‘Build a Season' that will be brilliant, interactive and unforgettable."